It would be illogical to consider the formulation of any business approach without taking into account the marketplace within which it is to operate. Since the current state of the market may not only have an impact on a company’s drivers and strategy, it also applies pressures and influences on its customers or potential partners. I have separated the marketplace from the business environment, because although they are clearly closely linked, each industrial sector has its own dynamics where the effect of global development may have a greater or a lesser impact.
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